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The Love for In-Store Shopping: Decoding Store Brand Personality and Image as Predictors

The Love for In-Store Shopping: Decoding Store Brand Personality and Image as Predictors

Ahmed Rageh Ismail, Nermeen Z. Khedr
Copyright: © 2024 |Pages: 17
ISBN13: 9798369327548|ISBN13 Softcover: 9798369350218|EISBN13: 9798369327555
DOI: 10.4018/979-8-3693-2754-8.ch021
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MLA

Ismail, Ahmed Rageh, and Nermeen Z. Khedr. "The Love for In-Store Shopping: Decoding Store Brand Personality and Image as Predictors." New Trends in Marketing and Consumer Science, edited by Theodore K. Tarnanidis and Nikolaos Sklavounos, IGI Global, 2024, pp. 387-403. https://doi.org/10.4018/979-8-3693-2754-8.ch021

APA

Ismail, A. R. & Khedr, N. Z. (2024). The Love for In-Store Shopping: Decoding Store Brand Personality and Image as Predictors. In T. Tarnanidis & N. Sklavounos (Eds.), New Trends in Marketing and Consumer Science (pp. 387-403). IGI Global. https://doi.org/10.4018/979-8-3693-2754-8.ch021

Chicago

Ismail, Ahmed Rageh, and Nermeen Z. Khedr. "The Love for In-Store Shopping: Decoding Store Brand Personality and Image as Predictors." In New Trends in Marketing and Consumer Science, edited by Theodore K. Tarnanidis and Nikolaos Sklavounos, 387-403. Hershey, PA: IGI Global, 2024. https://doi.org/10.4018/979-8-3693-2754-8.ch021

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Abstract

In the midst of e-commerce dominance, this chapter delves into the enduring allure of in-store shopping, examining the factors that sustain its relevance. Focusing on the interplay between store brand personality, image, and the pivotal concept of store brand love. Positive associations of store brand personality and image are posited to cultivate store brand love. The chapter proposes that store brand personality moderates the relationship between image and love. The chapter's contribution lies in providing insights for retailers, marketers, and brand managers, guiding strategies to fortify brick-and-mortar retail's competitive edge. In a dynamic retail landscape, this nuanced exploration reaffirms in-store shopping's significance, informing strategic decisions and marketing approaches for retailers.

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